As an Associate Professor at the School of Hospitality and Tourism Management at the University of South Florida (USF), I focus on bridging academic theory with practical applications in hospitality and tourism management. My teaching philosophy is rooted in fostering a student-centered learning environment where critical thinking, creativity, and industry engagement are at the forefront. I specialize in marketing, strategic management, and research methods, and the impact of emerging technologies such as AI and big data on customer experience.

As the Graduate Program Director at USF, I led initiatives that significantly increased admissions from 8 students in Fall 2021 to 124 in Fall 2024. This growth was driven by targeted marketing campaigns across social media, industry events, academic conferences, and strategic recruitment efforts, which raised awareness of our program and positioned SHTM as a top choice for graduate studies in hospitality and tourism.

To keep our curriculum relevant, I led a redesign that reduced required credits from 36 to 30 and introduced interdisciplinary electives, attracting a diverse student pool. This revamp, based on market research and stakeholder feedback, resulted in higher enrollment in courses on analytics, revenue management, and sustainability.

I also implemented a concierge service to streamline the admissions process, offering prospective students dedicated WhatsApp groups, open Zoom office hours, and personalized guidance. These efforts enhanced student satisfaction and engagement, creating a supportive and seamless experience.

Below is a selection of my recent publications, which highlight the diverse areas of my research in hospitality, tourism, and management. These works explore various aspects such as sustainable tourism practices, technology acceptance in travel and hospitality, consumer behavior, and employee well-being. Each project reflects my commitment to advancing theoretical knowledge and providing actionable insights that address current and emerging challenges in the hospitality and tourism industries. The studies employ a range of methodologies, from bibliometric analysis to experimental designs, and aim to contribute to both academic literature and practical applications.

Technology Adoption and Innovation in Hospitality and Tourism

This group includes publications that focus on the adoption and use of new technologies, such as AI, chatbots, and service robots, in hospitality and tourism. It explores how these technologies impact consumer behavior, business practices, and customer experience.

1. Ali, F., Yasar, B., Ali, L., Dogan, S. (2023). Antecedents and consequences of travelers' trust towards personalized travel recommendations offered by ChatGPT. International Journal of Hospitality Management.

2. Terrah, A., Ali, F., Abbassi, G.A., Dogan, S., and Cobanoglu, C. (2024). Determinants of Users' Intentions to Use AI-Enabled Technological Innovations in Hotels: A hybrid approach using PLS-SEM and fsQCA. Advances in Hospitality and Tourism Research.

3. Ali, F., Dogan, S., Chen, X., Cobanoglu, C., & Limayem, M. (2023). Friend or a Foe? Understanding Generation Z's Intentions to Work with Service Robots in the Hotel Industry. International Journal of Human Computer Interaction.

4. Loureiro, S., Ali, F., & Ali, M. (2022). Symmetric and asymmetric modeling to understand drivers and consequences of hotel chatbot engagement. International Journal of Human Computer Interaction.

5. Carey, L.B., Kumar, S., Goyal, K., & Ali, F. (2023). A Bibliometric Analysis of the Journal of Religion and Health: Sixty Years of Publication (1961 – 2021). Journal of Religion and Health.
   
   

Consumer Behavior, Trust, and Experience Management

This group covers research examining factors influencing consumer behavior, trust, and experience in hospitality settings, including aspects such as perceived equity, technology fatigue, and physical environment impacts.

1. Ali, F., Chen, X., Terrah, A., Kumar, S., Nanu, L., & Ali, M. (2024). From Social Media Marketing Activities to Brand Loyalty: Studying the Role of Self-Brand Connections, Brand Equity, and Brand Trust via Symmetrical and Asymmetrical Modelling. Spanish Journal of Marketing.

2. Ali, F., Cain, L., Legendre, T.S., & Wu, L. (2023). Technology acceptance: understanding the forgotten segment – the cognitively disabled tourists. Journal of Hospitality and Tourism Research.

3. Nanu, L., Rahman, I., Ali, F., & Martin, D. (2024). Enhancing the hospitality experience: A systematic review of 22 years of physical environment research. International Journal of Hospitality Management.

4. Sonmez, D., Ali, F., Wildes, V., and Cobanoglu, C. (2023). The Hijabi Servers: Customers' Perception of Employees' Physical Appearance in Hospitality Industry. International Journal of Hospitality Management.

5. Ali, F., Yasar, B., Khan, U., Ali, L., & Ryu, K. (2024). Can the compulsive use of e-learning lead to lower academic performance? The Role of technology fatigue and technostress in hospitality and tourism students. Journal of Hospitality, Leisure, Sport & Tourism Education.
   
   

 Sustainable Tourism, Ethics, and Social Responsibility

This group focuses on sustainability, ethical issues, and social equity in the context of hospitality and tourism. It highlights topics such as sustainable travel behavior, ethical considerations in hospitality, and the impact of tourism on communities.

1. Ali, F., Khan, U., & Arkhash, K. (2024). Can Travel Pledges Influence Tourists’ Sustainable Travel Behavior? ICHRIE Research Reports.

2. Ali, F., Kabadayi, S., Shahid, Z.A., Cobanoglu, C., Afshan, G. (2024). Mandatory vaccination policies in hospitality and tourism organizations: Employees' perceived ethicality, its determinants, and consequences. International Journal of Hospitality Management.

3. Abdalla, M.J., Said, H., Fikirni, M.W., & Ali, F. (2024). Crowding perceptions of hotels in Zanzibar: the role of mindfulness in enhancing residents’ social identity. Tourism: An International Interdisciplinary Journal.

4. Harris, K.J., Ali, F., Murphy, K., (2024). The Importance of Social Equity and Exchange to Achieve Food Safety Compliance During a Food Safety Crisis in the Restaurant Environment. International Journal of Hospitality and Tourism Administration.

5. Kumar, A., Basu, S., Kumar, S., Ali, F. (2024). Dark tourism research: a bibliometric analysis and future research directions. Asia Pacific Journal of Tourism Research.